Qualitative Pain Research – In-Depth
12 in-depth interviews to cover top PAINS, most attractive CLAIMS and create an inventory of GAIN proofs. All interviews are recorded and available for streaming via a web-based tool. Interviews are also voice analysed as well as transcribed for theme extractions and analysis. A report highlights the dominant PAINS, most attractive CLAIMS and top GAINS. This step is required before conducting a Quantitative PAIN Research.
Comprehensive Pain Research
The best program to identify and measure top PAINS and assess satisfactions and purchasing intentions. This program includes in-depth qualitative interviews (12) and online PAIN surveys as well as a review of the CLAIMS of your top 3 competitors. A cluster analysis is performed to identify groups of customers that may have similar PAINS. Clustering is the most sophisticated way to analyze quantitative data. The PAIN maps you get from Cluster Analysis are highly strategic and can guide your company in messaging and positioning choices that would otherwise be highly risky. This program is a must before picking and choosing your final CLAIMS.
